Eleven Inc.http://www.adweek.com/taxonomy/term/16262/all
enTaylorMade Reminds Golfers It Won't Be Long Before They Can Hit the Linkshttp://www.adweek.com/news/advertising-branding/taylormade-reminds-golfers-it-wont-be-long-they-can-hit-links-163008
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/uploads/zambezigolfhed2015.png"> <p>
While much of the country can only dream about being on the links this winter, TaylorMade Golf Co. is reminding serious golfers it won&#39;t be long until they can try out the brand&#39;s new R15 Metalwood driver.</p>
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To launch the new club today, the brand is debuting its &quot;Made of Greatness&quot; pitch from <a href="http://www.adweek.com/news/advertising-branding/these-sharks-are-ogs-venice-beach-157564" target="_blank">Zambezi</a>, an&nbsp;independent shop in Venice, Calif., founded by ex-Wieden + Kennedy staffers Chris Raih and Brian Ford in 2006. (Ford, who could not be reached for comment, has just left the agency.)</p>
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The campaign marks Zambezi&#39;s first work since being named lead creative agency for TaylorMade and for two of the Adidas company&#39;s sub brands, Ashworth Golf and Adams Golf. <a href="http://www.adweek.com/news/advertising-branding/taylormade-golf-taps-eleven-inc-151149" target="_blank">Zambezi replaces Eleven Inc., San Francisco</a>, which parted ways with the brand last February after less than a year. The current agency shift came without a review for Zambezi, which has been working for TaylorMade on a project basis.</p>
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TaylorMade has been ramping up its spending: it shelled out $42 million during the first nine months of 2014 on measured media in support of its golf club offerings, according to Kantar Media. For all of 2013, the marketer spent $45 million.</p>
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Rather than just focus on product features, the &quot;Made of Greatness&quot; campaign&#39;s black-and-white commercials aim to tell the stories of golfers who use the new R15 club, not just the features attracting them to it. In addition to a more general anthem spot, there will be five 60-second vignettes featuring PGA stars Justin Rose, Sergio Garcia, Jason Day and Ryan Palmer. The pitch also includes print ads, digital banners and homepage takeovers.</p>
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<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/X5a-dSI701g" width="652"></iframe><iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/uvqWIWPXRWs" width="652"></iframe></p>
Advertising & BrandingAccountsAdidasEleven Inc.TaylorMadeZambeziWed, 18 Feb 2015 16:15:25 +0000163008 at http://www.adweek.comEleven Wins Aria Resort in Las Vegas http://www.adweek.com/news/advertising-branding/eleven-wins-aria-resort-las-vegas-153634
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/aria.jpg"> <p>
Eleven Inc. has been named as the creative lead on Aria Resort &amp; Casino in Las Vegas, replacing <a href="http://www.amctv.com/shows/the-pitch/bios/skg-agency" target="_blank">SK+G</a> Advertising.<br />
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Aria, which opened in 2009 as a joint venture between MGM Resorts International and Dubai World&rsquo;s Infinity World Development Corp., selected Eleven after a review involving undisclosed contenders. The Las Vegas incumbent, SKG, also defended the business.&nbsp;</p>
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According to Nielsen, in 2012, Aria spent $4.4 million in measured media, down from $7.8 million in 2010, its first year of operation.<br />
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Eleven&rsquo;s first work is expected to break in the first quarter and the agency&rsquo;s brief covers television, digital, print, out-of-home, mobile, social, design and on-site.&nbsp;</p>
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The Aria win follows two others for the San Francisco independent this year: <a href="http://www.adweek.com/news/advertising-branding/taylormade-golf-taps-eleven-inc-151149" target="_blank">TaylorMade Golf Co.</a> and Dignity Health.</p>
Advertising & BrandingAria Resort & CasinoEleven Inc.SK+G AdvertisingNoreen O'Leary153634 at http://www.adweek.comTaylorMade Golf Taps Eleven Inc.http://www.adweek.com/news/advertising-branding/taylormade-golf-taps-eleven-inc-151149
Noreen O'Leary<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/taylormade-golf-ball-hed-2013.jpg"> <p>
Eleven Inc. is the new global creative agency for TaylorMade Golf Co. after a review that included 12 shops, including incumbent <a href="http://nyca.com/" target="_blank">NYCA </a>in Solana Beach, Calif.&nbsp;</p>
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TaylorMade, the No. 1 seller of golf clubs like drivers and irons, is part of the world&rsquo;s largest golf company, TaylorMade-Adidas Golf Co. Media spending for TaylorMade approached $55 million last year, according to Nielsen.</p>
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While golf fans may be passionate about their game, the recession has taken a toll on the expensive sport and the companies who manufacture equipment, clothing and accessories for it. TaylorMade-Adidas Golf has <a href="http://www.forbes.com/sites/kurtbadenhausen/2012/05/08/taylormade-soars-as-rest-of-golf-industry-swoons/" target="_blank">bucked</a> that trend with parent company Adidas Group saying the subsidiary <a href="http://www.adidas-group.com/en/pressroom/archive/2013/03May2013.aspx" target="_blank">posted</a> double-digit sales increases in the first quarter. As a brand, TaylorMade is known for breaking traditional practices in the golf industry and for its technology.</p>
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&ldquo;This is a company built on vitality and innovation, with a lot of confidence and enthusiasm in the face of some difficult industry headwinds,&rdquo; says Courtney Buechert, CEO of San Francisco-based Eleven. &ldquo;How often does a market leader upset the apple cart and shake things up the way they do?&rdquo;</p>
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For Buechert, the win brings him full circle to <a href="http://www.adweek.com/news/advertising/leagas-delaney-wins-creative-duties-new-adidas-golf-unit-22737" target="_blank">launching</a> Adidas Golf in the U.S. in 1998, when he was a principal at Leagas Delaney, San Francisco.</p>
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Eleven, which also works for marketers like Virgin America and Union Bank, will debut its first TaylorMade work in the fall. Bob Maggiore, CMO at TaylorMade Golf Companies, said the agency &ldquo;will help us tell our story from a new point of view.&rdquo;</p>
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Buechert underscores that change in direction. &ldquo;It&rsquo;s a highly competitive industry where after you innovate others are fast following,&rdquo; he said. &ldquo;The category work is fairly monosyllabic and technical and there&rsquo;s a bit of hyperbole that needs to be dialed back. The actual golfer has been a little lost in the conversation. Recommitting to the core golfer is the real opportunity here.&rdquo;</p>
Advertising & BrandingBob MaggioreCourtney BuechertEleven Inc.GolfSportsNoreen O'LearyTaylorMade-adidasFri, 12 Jul 2013 14:35:56 +0000151149 at http://www.adweek.com